A brand's value grows through meaningful associations.

A brand initially holds no meaning and is merely a recognizable logo. Its value increases through strategic associations with desirable figures or elements that resonate with customers. When customers develop a connection to the associated entity or person, they begin to identify the brand with that entity, thereby assigning it meaning. This connection drives customers to express their association by purchasing branded merchandise, such as clothing, which symbolizes their affinity for the desired entity. This concept is exemplified by brands like Dolce and Gabbana, which successfully partner with influential figures like Kim Kardashian to enhance their brand's relationship with consumers.